What are the main psychological forces that explain when and why we are likely to be persuaded by others? Here’s what the science shows:
In a recent article in the Harvard Business Review
(Persuasion Depends Mostly on the Audience, 6.2.15),
Tomas Chamorro-Premuzic, Professor of Business Psychology at University College London and a faculty member at Columbia University, explores how persuasion is emotional first and rational second. Effective persuasion, he tells us, highlights the irrationality of human thinking; “we may be living in a data-driven world, but that does not make people more logical.”
